Axe (grooming product)

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Lynx

Type

Men's grooming products

Owner

Unilever

Country

France

Introduced

1983

Related brands

Dove

Markets

World http://www.theaxeeffect.com/

Website http://www.lynxeffect.com/

Axe (or Lynx in the UK, Ireland, New Zealand, Australia & China) is a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males. The scents range from popular scents to the least common scent called lemon-lime.

Contents
[hide]
y y

y y y y y

1 History 2 Products o 2.1 List of Axe & Lynx deodorants o 2.2 Axe Limited Edition chronology o 2.3 Axe Shower Gels 3 Marketing o 3.1 PR controversies 4 Axe Shampoos 5 Axe Hair Stylers 6 References 7 External links

[edit] History
This section needs additional citations for verification. Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009)

Lynx Africa deodorant body spray and shower gel Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.

Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.[1] The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.[citation needed]

[edit] Products

Line of Axe products Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and antiperspirant stick (also called Axe Dry). From its launch, the yearly fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.[citation needed] From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-AnnGottlieb In 2009, the brand launched an 8-centimeter container called the Axe Bullet.[2] The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop[3] and razors. Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.[citation needed]

Can of Axe Twist The 2009 frame has a mint scent.[citation needed] The Axe Shampoos come in two different sizes, the regular and most seen 12 fl oz size and the travel or sample size of 1.7 fl oz that has a different top, 22oz bottles were introduced recently. Axe also ships a shower scrub tool called the Axe Detailer.

[edit] List of Axe & Lynx deodorants

This section needs additional citations for verification. Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009) Axe's list of yearly body-spray variants is as follows. Limited edition or short-lived variants are listed in a following table.

[edit] Axe Limited Edition chronology

Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year.[citation needed] Year Variant Name Description Variant name is a description of fragrance. Variant name is a description of fragrance. Notes Year of Discontinuation

Amber,[4] or Ambre, or 1983 Sandal,[5] or Magic Amber or Epice. Musk,[6] or Brave,[5] or 1983 Moschus, or Wild Musk.

One of the first three variants that Axe launched, Unknown first in France. Discontinued One of the first three variants that Axe launched, Present first in France. Available in Germany.

Spice[7] or Agrest Variant name is a or Boise,[5] or description of 1983 Blue Chypre or fragrance. Fraiche. Amber, Musk Variant name is a (Moschus in description of 1985 Germany), Spice fragrance.

One of the first three variants that Axe launched, first in France. In this year, these three variants were used to launch the brand in the UK.[1] Musk is still available in Argentina, Brazil, France, and Germany This was the first "new" variant that Axe launched and started a strategy of a yearly new variants.[citation needed] . Discontinued As of 2008, still available in the Netherlands, Austria, France, Belgium, Spain, Argentina, Brazil, and CENTCOM AAFES stores that stock from Europe. Discontinued Discontinued Discontinued

Possibly late 90s

Oriental[8] or 1987 Orient or Dark Oriental

Variant name is a description of fragrance.

Possibly late 90s

1989 Marine[9]

Variant name is a description of fragrance.

Possibly late 90s

1990 Tempest [10] 1991 Mirage [11] 1992 Nevada

[12]

Possibly late 90s Possibly late 90s Possibly 2002

1993 Java [13]

1994 Alaska [14]

Variant named after the state in the United States. Variant named after the island in Indonesia. Variant named after the state in the United States. Known as Tempest in South America.

Discontinued

Possibly 2002

Discontinued - still available Possibly 2002 in Germany The most popular variant of Axe, marketed as Kilo in North America and Native in Present Brazil. Africa is the most popular variant in the UK and still is for 14 years. 2002

Africa or African Variant named after 1995 Amber or Native the continent. [15]

1996 Inca or Aztec

[16]

A warm spicy fragrance named after Discontinued the Inca civilization.

Atlantis or Energy [17] 1998 Apollo[18] 1997 1998 Eclypse

Still available in some countries Discontinued Variant released only Discontinued in South America. Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999. The commercial asked if you believe in hypnosis, which was the effect of this axe scent. Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza, Spain in 2000. Not available as a shower gel. Still available in some countries. The advertising featured a man falling to Earth. Also called Enygmata in some countries. This is the line up that Axe launched with in U.S.

2004 2004 2004

1999 Voodoo[19]

Present

1999 Hypnotic[20]

2008

2000 Phoenix[21]

Present

Adrenalin or 2000 Accelerate or Orion 2001 Gravity[22] 2002 Dimension[23]

Present Present Present

Apollo, Kilo, Phoenix, Tsunami Axe launched in 2002 or Maniac, U.S.[1] Voodoo A European variant suggests that it gives geeks added confidence so they 2003 Pulse can pull off crazy dance moves to impress girls and be irresistible. Essence or Fusion

n/a

Used the "Make Luv" dance track which reached number 2008 1 in UK. Still available in some countries.

2003

A US variant

Used TV advertising that showed two sides to a man's relationship with women, Present also called Fusion in some countries.

2003 Conviction

Join the world of conviction. Join the world of conquest. Because if you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe. Unite to this world.

Used TV advertising that showed many men who are successful with women. At the end of the advertising there are thousands of men Present holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction. Released In India as shaving 2008 cream, deodorant and aftershave. The TV advert features Present, 2008 women getting more and (UK) more turned on[24] Mimics the Chinese kung fu film Crouching Tiger, Hidden 2007 Dragon.[25] This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. Uses Nick Lachey in the advertising Present who is out-scored by a hotel worker who wears Clix. Axe gave away free clickers to promote the scent. The Lynx version uses Ben Affleck in the advertising instead of Nick Lachey.[26]

2004 Denim

2004 Touch

A red blood color.

2005 Unlimited

A light blue color.

2006 Click or Clix

Also called score in some countries.

2007 Vice

Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The Latin phrase virgo in flagrante delicto is printed in mirrored text on the spray, body wash, and deodorant stick.

Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a 2010 crime film. Still available in some countries.

A chocolate-smelling fragrance; advertising implies that because women like 2008 Dark Temptation chocolate, they will find men who smell of chocolate irresistible The scent includes cardamom, amber, and atlas cedar to produce a spicy scent of leather. Spice fragrance. Has a Citrus scent.

Advertising features a man who turns into chocolate when he sprays himself with Present Axe. He then goes on to be eaten by a series of women.[27] The advertising campaign features a caveman who sprays the fragrance on himself and becomes Present irresistible to women. The tag line is "No one can resist a man in leather."[28] Not available as a shower Present gel yet. Spelled with a backwards S. Present

2009 Instinct

Wild Spice or Africa Duo Twist (TWI T) 2010 or Shift[citation 2009

needed]

Music Star[citation Has a 'rock and roll' 2010 needed],(Music in style fragrances. United States) 2011 Provocation or Excite[citation needed] Limited Edition Name

Black, white and red can with guitar motif. Also the Present. logo is changed for this fragrance only. The bottle is dark and Initially released in the Dark violet with tribal Temptation gift set, but now Present. tattoo as a lone product. Description Limited edition for the start of the new millennium Notes Year of Discontinuation 2006 Released in conjunction with the Eurphoria White Label Music event, this limited 2002 edition variant was available in the UK for a short period of time. Comes in a blue and black 2008 can. Long lasting effect makes you always ready for "action", blue colored can. Clearly states it's a very limited edition, came out with the willing scent. 2008

Year

Millennium or 2000 Zero

2001 White Label

2004(?) Relapse

2005 Ready

2005 Willing

2006 Air

Same scent as "Air." Long lasting effect makes you always willing for "adventure", green colored can. Light fresh fragrance. Same scent as "Ready."

Clearly states it's a very limited edition, came out with the ready scent.

2008

2006

Below 0 or Get Cold and fresh Fresh or Blue Ice fragrance.

2006 Silver Fusion (?)

Exclusive to Germany. A pack of two cans of Axe. One is called 1, the other is called 2. Both should be sprayed together to make a new smell.

Available as a shower gel too. Still available in some Present stores. Advertising shows a girl kissing a boy and the mouth of the girl get freezed. Also Present available as a shower gel. Still available in some stores. A German variant, that came in an all silver can. A 2007 different fragrance to the American "Fusion" variant.

2007 3

2009

Recovery or 2008 Recover or Anti- Citrus scent Hangover

2008 Shock

Ice mint scent

Fever or Hot 2009 Fever

A fragrance infused with Brazilian hot mud and red dragon fruit extract.

One of the three scents released by Axe under limited edition status. Based on a shower gel and comes Present in shower gel and body spray form. Released in U.S. in 2009. One of the three scents released by Axe under limited edition status. Based on a shower gel and comes Present in shower gel and body spray form. Released in U.S. in 2009. One of the three scents released by Axe under limited edition status. Present Comes in shower gel and body spray form. Released in U.S. in 2009.

2008

2008

2008 2008

An anti-perspirant, not available as deodorant bodyspray. Only available DRY Sharp Focus as anti-perspirant body spray, deodorant stick, and roll-on. Fresh mint scent. Sweet and fresh fragrance. Not available as a shower gel. Still available in Jet some stores and released for the first time in the UK in April 2011. An deodorant to use Day and Night for the day, and the other for the night. Boost or Ignite Warm Guava Scent.

Advertising features a man that stays focused when he sprays himself with Axe. Is Present only available in DRY, not normal.

In the advertising is shown fake flying company with very sexy stewardesses.

2008 (UK: Present)

2009 Heat

Warm Citrus Scent.

Advertising says that one is Present suitable for everyday, the other is not. Based on a shower gel. Present Available in Shampoo only. This Limited Edition Shampoo + Conditioner came out with Freeze antiWinter 2009 itch shampoo. The scent seems to rival the Fever body wash and body spray line of products.

Proximity sublabel: Amber, 2009 Bergamot, and Vetiver

Three scents under the Proximity name. Lighter, more sophisticated fragrances targeted at less juvenile men. Sold at a higher price than regular Axe range. Comes in body spray only.[citation
needed]

2010

2009? Lab 2009 Summer

Eau de Toilette

The first original eau de toilette released in USA.

2010?.

Is a light variant, light Limited Edition, called Fall/Autumn and sweet lime "Cool Summer" in Australia 2009 fragrance.

Music Star Available in South 2009 Guitar and Music America Star Drums

Rise or Rise Up[citation needed] DRY+ 2010 Sensitive[citation 2010

needed]

With Lime Extract

Is a repackaging of the Mirage fragrance from the 90's. Also available as a shower gel Body Spray Dry Antiperspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar. Also available as a shower gel

Present

Present Present

Anti-Perspirant Only available as an antidesigned for sensitive perspirant and roll-on. skin. Available in Argentina and Chile This limited edition bottle is green,with a bolt on the middle Limited Edition Australian variant Limited Edition UK variant

2010 2010

Play 2010[citation
needed]

Many colors and PLAY2010 Present. on the bottle. Available now in Central America. Bottled in an all yellow bottle and used the famous Axe beach advertisement. Exclusively available in Boots stores in the United Kingdom. Also available as a Shower Gel Available in Argentina and Chile initially but now released widely. Launched in India during ICC Cricket World Cup 2011. A limited edition deodorant released in Mexico. An anti-perspirant available in South America. Only available in Coles Supermaket in Australia and features and Italian theme. Present.

ex_friends[citation
needed]

2010

Legend[citation
needed]

Present.

2010 Alpha[citation needed] 2010 Cool Metal[citation

needed]

2011. Present Present.

Full 2010 Control[citation

needed]

Dry Cricket Special Edition Central American Limited Edition Dry Australian Limited Edition deodorant

2011

Googly[citation
needed]

Present. Present. Present. Present.

2011 2012[citation needed] 2011 Absolute[citation

needed]

2011 Ciao[citation needed]

[edit] Axe Shower Gels

Year

Name

Description

Notes

Year of Discontinuation Speed: Present Contact: 2006

2002

2004

2004

2004

2004

2005 2006 2006 2007 2008

Shower gel that Shower Shake:Speed contained both a and Contact shower gel and a moisturiser Recover or AntiHangover or After Citrus Scent Hours Skin Contact:Sensitive, Hydrating, Purifying, Smooths Skin Smoothing and Revitalizing Guarana scent with light musk Groove or Night and power Attack beads. Also known as Transform. An orange shower gel Sunrise designed to waken you up in the morning. A blue coloured Re-Load shower gel. Warm Guava Boost or Ignite Scent Thai Massage Shock Icy Mint Scent A mix of cactus Snake Peel or Skin oil and desert Resurrection minerals.

Also available as body spray.

2010

Sensitive is a newer version, with revitalizing being the newest.

Present

Present (UK:2007)

2007

Present (UK:2007) A red coloured shower gel, also Present available as body spray. (UK:2010) Present (UK: 2011) Present Present (UK:2009) It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. The advert has got the Present slogan "Muchas Maracas", Maracas and the shower gel were given away during T4 to promote. Released in U.S. in 2009.

2009 Hot Fever or Fever

A fragrance infused with Brazilian hot mud and red dragon fruit extract

Rise or Rise Up[citation With Lime 2010 needed] Extract

Also available as deodorant.

Present

[edit] Marketing
From 2003, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited,[25] Clix,[26] and in 2007, Vice[26] was marketed on a theme of making "nice" women become "naughty".

[edit] PR controversies
Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.[29] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development."[30] On January 12, 2008 a 12 year old boy in Derbyshire, England died in a hospital five days after collapsing at his home. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space.[31][32] Videos on social networking sites depicted teens lighting themselves on fire. The trend resulted in multiple injuries.[33] In response to the possible safety concerns,[citation needed] the company created two ads, one against the use of Axe as an inhalant, and the other warning of its flammability.[34]

[edit] Axe Shampoos

Year Name Description Shampoo that depoofs your hair. Notes Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Year of Discontinuation Present Present Present Present Present

Constrict or 2008 Clean & Control[35] Dual or 2 in 2008 [35] 1

Shampoo and conditioner. Removes product Intense or Deep build-up and scrubs 2008 Clean[35] your hair. Armor or Anti- Removes dandruff 2008 from hair. Dandruff[35] Primed or Just Just shampoo. 2008 Clean[35]

2008

Lure or Just Soft[35] Freeze or Itch Relief[36]

2009

2009

Heat[citation
needed]

2010 Zen[37]

2010 Downpour[38]

Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief Soothes the itch and products. This shampoo seems to follow the Shock line of gets rid of flakes. products. Part of the Axe hair crisis relief products. This shampoo has been 2 in 1 shampoo + marketed under Limited Edition conditioner. Warm status! This shampoo supposedly citrus scent. follows the Fever line of products. Gets you calm and centered so you can Part of a new set. focus on the day (or night) ahead. Gives you a refreshing clean so Part of a new set. you're ready for whatever lies ahead. Just conditioner.

Present

Present

Winter 2009/ReReleased

Present

Present

[edit] Axe Hair Stylers

Year Name Description Spikes up your hair. Notes Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Year of Discontinuation Present

Charged or Spiked2008 Up Look[35] 2008

Laid Back or Shaggy Gives you an easy looking hair. Look[35] Whatever or Messy Look[35] Gives you a messy look.

Present

2008

Present

2008

Refined or Clean-Cut Gives you a clean cut, polished looking hair. Look[35] Provides extra shine and control so that you can get sophisticated hair. For a light hold and natural looking hair.

Present

Sleek or Smooth & 2009 Sophisticated Look[39] 2010 Natural & Understated Look

Present

Present

2010

Part of the Axe Crew Cut & Buzzed A buzzed look that's soft and hair crisis relief Look protected with SPF15. products.

Present

[edit] References
1. 2. "Children Of The Web". Businessweek.com. 2007-07-02. ^ http://www.businessweek.com/magazine/content/07_27/b4041401.htm. Retrieved 2009-05-09. ^ "Lynx unveils pocket-sized aerosol | Packs and Closures". packagingnews.co.uk. 2008-12-11. http://www.packagingnews.co.uk/packsclosures/news/869028/Lynx-unveils-pocket-sized-aerosol/. Retrieved 2009-05-09. ^ Haig, Matt (2003). Brand Failures. Kogan Page. p. 111. ISBN 0749439270. http://books.google.co.uk/books?id=S3mBjtBR3wC&pg=PA111&lpg=PA111&dq=lynx+barbershop&source=web&ots=w9T8Bet5Iw&sig=R9OJrmIm1vaw2 qPvYUZIHSncgxE&hl=en&sa=X&oi=book_result&resnum=1&ct=result. Retrieved 2009-04-02. ^ "Axe Amber / Lynx Amber by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125747.html. Retrieved 2009-05-09. abc "Axe Deodorants Divers 1987" (JPG). ^ http://i240.photobucket.com/albums/ff174/ines_zaikova/COLLECTION%20%20under%20construction/GL OSSY%20PAGES%20A/AXE/AxeDodorantsDivers1987enesp.jpg. ^ "Axe Musk / Lynx Musk by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125748.html. Retrieved 2009-05-09. ^ "Axe Spice / Lynx Spice by Axe / Lynx (1983)". Basenotes.net. http://www.basenotes.net/ID26125749.html. Retrieved 2009-05-09. ^ "Lynx Orient / Axe Orient by Axe / Lynx (1987)". Basenotes.net. http://www.basenotes.net/ID26121030.html. Retrieved 2009-05-09. ^ "Axe Marine / Lynx Marine by Axe / Lynx (1989)". Basenotes.net. 2007-12-08. http://www.basenotes.net/ID26121028.html. Retrieved 2009-05-09. ^ "Axe Tempest by Axe / Lynx (1990)". Basenotes.net. http://www.basenotes.net/ID26130537.html. Retrieved 2010-01-27. ^ "Axe Mirage / Lynx Mirage by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121029.html. Retrieved 2010-01-27. ^ "Axe Nevada / Lynx Nevada by Axe / Lynx (1992)". Basenotes.net. http://www.basenotes.net/ID26130538.html. Retrieved 2010-01-27. ^ "Axe Java / Lynx Java by Axe / Lynx". Basenotes.net. 2009-06-13. http://www.basenotes.net/ID26121027.html. Retrieved 2010-01-27. ^ "Axe Alaska / Lynx Alaska by Axe / Lynx (1994)". Basenotes.net. http://www.basenotes.net/ID26130539.html. Retrieved 2010-01-27. ^ "Axe Africa / Lynx Africa by Axe / Lynx (1995)". Basenotes.net. http://www.basenotes.net/ID26121021.html. Retrieved 2010-01-27. ^ "Axe Inca / Lynx Inca by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121026.html. Retrieved 2010-01-27. ^ "Axe Atlantis / Lynx Atlantis by Axe / Lynx". Basenotes.net. 2009-06-13. http://www.basenotes.net/ID26121023.html. Retrieved 2010-01-27. ^ "Axe Apollo / Lynx Apollo by Axe / Lynx". Basenotes.net. http://www.basenotes.net/ID26121022.html. Retrieved 2009-05-09. ^ "Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)". Basenotes.net. http://www.basenotes.net/ID26121032.html. Retrieved 2009-05-09. ^ "GATEWAY". http://mundodasmarcas.blogspot.com/2006_05_01_mundodasmarcas_archive.html. ^ "Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)". Basenotes.net. http://www.basenotes.net/ID26121031.html. Retrieved 2009-05-09.
abc

3.

4. 5.

6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

22. ^ "Axe Gravity / Lynx Gravity by Axe / Lynx (2001)". Basenotes.net. http://www.basenotes.net/ID26121025.html. Retrieved 2009-05-09. 23. ^ "Lynx Dimension by Axe / Lynx (2002)". Basenotes.net. 2006-10-16. http://www.basenotes.net/ID26121900.html. Retrieved 2009-05-09. 24. ^ Axe Touch[dead link] 25. ^ a b "New Lynx fragrance set to deliver 'Unlimited' sales". Unilever.co.uk. http://www.unilever.co.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.asp. Retrieved 2009-05-09. 26. ^ a b c "Lynx- Click". Unilever.co.uk. http://www.unilever.co.uk/ourbrands/advertising/lynx/lynxclick.asp. Retrieved 2009-05-09. 27. ^ Post to: (2007-09-30). "Chocolate deodorant to lure girls". Sundaymirror.co.uk. http://www.sundaymirror.co.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-9848719870706/. Retrieved 2010-01-27. 28. ^ [1] 29. ^ Harris, Paul (2006-07-09). "The Menaissance | World news | ''The Observer''". London: Guardian. http://www.guardian.co.uk/world/2006/jul/09/paulharris.theobserver. Retrieved 2009-05-09. link] 30. ^ [2][dead 31. ^ "Boy, 12, Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley | UK News | Sky News". News.sky.com. http://news.sky.com/skynews/Home/UK-News/Boy-12-Died-AfterSpraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332. Retrieved 2009-05-09. 32. ^ Andy Dolan. "Boy, 12, collapsed and died after 'using too much Lynx deodorant' | Mail Online". Dailymail.co.uk. http://www.dailymail.co.uk/news/article-1087772/Boy-12-collapsed-died-using-Lynxdeodorant.html. Retrieved 2009-05-09. 33. ^

Axe

AXE is a cool, iconic, youth brand available in more than 60 countries. In India, Axe, which has been launched in 1999, is the largest selling Male Deodorant. AXE is a cool, iconic, youth brand available in more than 60 countries around the world. It was launched in India in 1999 and has already become the largest selling Male Deodorant in India. Apart from the deos, Axe also provides a grooming range for the young Indian male, viz. Shaving Gel, Foam, After-Shave lotion, and Cologne Talc. Each fragrance of Axe is a scent of desire, created by the international diva of fragrances; Ann Gottlieb. The formulation is a base with higher efficacy to help men in attracting the fairer sex better than ever! And need we say anything about feminine attraction? You need to be a true Axe man to handle it all! The Axe Effect - Gets you more than before!

Key facts
y y

Number 1 male deodorant brand in India. Available in over 60 countries.irst

From our range

Axe Instinct - Deodorant & After shaving lotion

Axe DarkTemptation - Deodorant & After shaving lotion

Axe Pulse - Deodorant & After shaving lotion

Axe Denim Deodorant & After shaving lotion

Axe Click - Deodorant

Axe Touch - Deodorant

Axe Dimension Deodorant Limited Edition

Axe Summer Deodorant Limited Edition

Marketing practices
Axe : The Axe Effect
Brand : Axe Company : HUL Agency: Lowe Lintas

Brand Count : 252 I was delaying writing about this brand for the reason that I doubted whether I will be able to do justice to my favorite brand. An Icon for sure Axe is a success story that is so difficult to emulate.

One

can

only

marvel

and

enjoy.

Axe has got every thing perfect for its success, It got its segments correct, the targeting was exemplary and Positioning : something to drool for. And more over Luck was on its side.

Axe was born in France in the Year 1983. 24 years later, this brand is Unilever's Best selling brand worldwide. It has an iconic status in whichever market it has entered. It is also one of the rare brands which can boast of replicating its entire marketing mix across geographical boundaries. The campaigns that you see in India is what the entire world is watching. For those who propound Glocalisation , AXE is an exception.

Axe deo was launched in India during 1999. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i.e High Price Low Promotion. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) .HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. At that time, the deo market was a nascent one with an estimated

market size of Rs 72 crore. HLL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand. Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions .... meaning, the company just ran the ads which was popular in the Europe and other markets. At that time , the

product rest as they

was also imported from Europe. And IT CLICKED.... say is History...

Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star.

Axe is the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25 . Internationally this brand targets male aged 15-25. I personally feel that it targets all 'Young at heart" naughty guys. The brand has its brand values of Cool, Fashionable and Stylish. And world over, the brand sticks to its core values. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users, Girls Makes The First Move. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.

I think it has lot of subliminal implications. The brand assumes that Men wants( Likes) to be Seduced . That feeling ( of being seduced) gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect.

I have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Readymades, or even in Innerwears, but in most of the Axe ads, there are no Hunks, only very ordinary or even skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. Had Axe used a Hunk, the promotions couldn't have been so effective. The brand managers were so wise that when they used a celebrity like Ben Affleck, They ensured that the brand is made approachable

See

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My

Favorite

Axe

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Having said that, The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured. That is ultimate execution. The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch. I don't remember any India centric ad for Axe especially in Television. And Indian consumers are not complaining either.

Along with these , the brand also ensured that customers are constantly engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and the latest one Phenomenon. I have tried most of the fragrances and not all of them are good, but I try it because I like the brand. That is the power of brand.

Axe is one of the rare brands that has embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty.In UK the Axe is marketed as LYNX.Checkout the cool web initiatives of this AxeAxe Axe and also a blog called Evan and brand : feather Effect Phenomenon Gareth

Not only the brand uses TVC's to its advantage, the print ads of Axe won several accolades in various ad events. The creatives run amok with the kind of flexibility that they get from the positioning.Besides Print, the brand also uses outdoors to its maximum impact. Axe is a classic example of 360 degree branding effort. Now Axe has a common message in over 70 countries

where Unil

ever sells this brand. Iconic in a real sense.

One of the reports term the marketing strategy of Axe as " Adventurous Marketing" .That is true because its risky because the brand deals with Girls & Seduction. Not always every one may like the theme or the campaigns. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. It is really surprising that so far, Axe has escaped their AXE. That also shows that the ad agency is also careful about the concepts put across the Indian media.

While in a more liberal markets, Axe tests new levels of " Adventures" , here the brand plays really safe. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV.

I know I just have touched the tip of Marketing Iceberg called Axe.

The Axe Effect on Deodorant Ads in India

Published on June 1, 2011 admin

in Share 3 Ads for Hindustan Unilevers male deodorant brand Axe may get taken off Indian Television in the near future. The Information and Broadcast Ministry is considering taking action against what they consider are obscene or overtly sexual deodorant commercials, and Axe, Zatak, and Wildstone advertisements are in their immediate crosshairs. And they seem to be quite serious about it.

Axe has always used the basic insight in fact, the very basic animal instinct of the male species attraction towards the opposite sex to position and sell the brand. And quite successfully. They have never been shy of stating their get laid message in most explicit insinuation in their advertising campaigns. India is an important emerging market for male deodorants, and a number of new players are trying to copy Axes positioning by jumping on the get the girls bandwagon.

But this is now crossing limits of what is considered acceptable in India. Some say that messages can be considered as obscene much faster in India than in other markets and cultures, and a number of MNCs operating in India claim that their communication for India is often mellowed down.

Axe continues its approach of showing (attractive) females being attracted to the guy wearing Axe, be it the chocolate boy (see below) or whatever. It is the ad in which a normal guy turns into chocolate after using the Axe chocolate flavour deodorants. And needless to say, girls are immediately attracted to him, all over him to devour him!

The Zatak ad shows a sister-in-law getting attracted to her younger brother-in-law. She drops her mangalsutra (sacred black thread /necklace denoting marriage).

Copying an insight / idea to sell has always been rampant in the market, but this also needs to be seen is the Indian context. Playing with concepts and associated values like mangalsutra and Durga puja is definitely objectable, in cultural and ethical value terms in India.

Various obscene advertisements have been banned before here. The Amul Macho Advertisement for yeah toh bada toing hai (this is a toing thing toing does not have a meaning but has been portrayed sexily in this advertisement) was banned for the same reason. It used the slogan Crafted for Fantasies, and was taken off the air, as it portrayed a woman swept away by pleasant fantasies while washing her husbands underwear at the local washing spot, much to the embarrassment of other women nearby.

I wonder how Axe (and competitive brands) may modify its message or the framing thereof to a more subtle approach while keeping its core positioning of (sexually) attracting females. Another emotional space? A re-framing of the same message in culturally more acceptable ways? Injecting more humour and slapstick into it? Cant wait to see what will happen, because the market is growing rapidly and none of the established and emerging players will want to miss this opportunity.

Plan Marketing AXE - Document Transcript

1. Axe, or Lynx is a brand of male grooming products, owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named Axe; in Australia, New Zealand, Ireland, and the United Kingdom it is named Lynx due to conflicts regarding the trademark. HISTORY OF THE BRAND Axe/Lynx was launched in France in 1983 by Unilever, a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. It was inspired by another of Unilever's brands Impulse. Impulse was a fragranced deodorant body spray for women that promised wearers male attention. Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the 1 2. name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium the brand has launched with great success in the USA and Canada. The company has also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand. INTERNAL PRESENCE Axe brand products are consistently targeted to 18-25 year old males. As illustrated in Figure 2, they are currently distributed in more than 40 countries. Figure 2: Axes Global Presence Not all Axe brand items/fragrances are marketed in all countries, or found in all retail outlets stocking the line. 2 3. SUSTAINING GROWTH Axe has increased sales worldwide by successfully expanding distribution into one country after another; while the strategically timed introduction of new fragrances has increased overall market share. As the market matures, Unilever must now address new market opportunities- ethnic multi-cultural markets located throughout the world--where it can realize incremental sales. AXE PRODUCT EXTENSION Although Axe's lead product is the fragranced deodorant bodyspray, other forms of the brand exist. 3 4. Within underarm care the following are available: Deodorant aerosol bodyspray Deodorant stick Deodorant roll-on Antiperspirant aerosol spray (Axe Dry) Antiperspirant stick (Axe Dry) The brand has also extended into other areas such as: Shower Gels Aftershaves and Eau de Toilette Skin Care Shampoo Hair Styling 4 5. SWOT ANALYSIS 5

6. OBJECTIVES STRENGTHS WEAKNESSES Market leadership men featured are comparatively Fame for creative messages slim Affordable price objectification of provocation, Wide extension around the showing a rude attitude, world weakning the reputation of the Successful and effective brand advertisement campaigns concrete target public (young Strong emotional touch man) subliminal publicity, AXE effect doesnt exist unrenovated and old design of packaging advertise only spray products, AXE production line is much more chauvinistic publicity OPPORTUNITIES THREATS create new product lines, risk of being a brand for targeting female customers enhancing the men sex-appeal maintain better standards of copy by the competitors quality undermining the aspiration of unified advertising campaign consumers throughout the world spray emits damages to the continuous innovation environment Success as an entity, requires the highest standards of corporate behaviour towards employees, consumers and societies of the world in which we live. 6 7. Only by truly understanding the essence of Unilever's mission statement, can corporate excellence be obtained. Only then can the vision statement of adding vitality to life in order to meet the needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life be realized. From the humble beginnings of the Ego brand in 1974, to formation of Axe and penultimate rebranding of Lynx for distribution in Australia, Ireland and the United Kingdom. It is the mission that rings true, even today. Axe has become the world's definitive grooming brand ranging from deodorants, body sprays, and shower gels available in a wide assortment of seductive fragrances. The next year will prove crucial in maintaining incremental global market share in over 40 countries. The primary target market for the product line should remain focused on 18-24 year old males. Key to sustaining growth will be the ability to identify and isolate tightly focused promotional efforts playing on the boy meets girl meme customers and competitors have come to associate with the high profile of Axe. The element pertaining to success would be exploring new avenues of creativity to target social sub-cultures and ethnic groups more effectively in areas where these opportunities exist. 7 8. transform Axe into an icon in the Game of Seduction .Increase the deodorants brand equity .Increase sales volume Creatively target sub-culture through specifically appealing to their niche interests in countries where market share for the targeted sub- culture age group is oligopolistic and its growth steadily increasing Attract ethnic potential customers in countries where traditional marketing efforts may conflict with the collective conscious native to that particular country Serve to additional age groups not necessarily conforming to 18-25 year old males Satisfy each target costumer to the maximum obtainable level of satisfaction STRATEGY

Essentially, the formation of the proposed brand is an merger of line extensions and multibrands dependent on the area of target market: 8 9. Line extension brand strategy would include addressing the marketing objectives of targeting younger males by promoting current brands to the new potential market by adjusting the product strategy to appeal to current affairs that interest this section of the target market still, however, preserving brand names. Line extension strategy may also be highly effective in targeting niche sub-culture markets by extending the Axe/Lynx brand to appeal to their unique interests such as the aforementioned Axe/Lynx Binary sub-label. Line extensions represent existing brand names extended tonew forms, sizes and flavours of an existing product category The use of multibrand strategy allows for new brands to be introduced in the same Axe/Lynx product categories of deodorants, and even body sprays and shower gels under new brand names, accompanied by new product strategies (Kotler). This particular strategy can be incorporated into achieving the marketing objectives of penetrating new segments Therefore, a combination of line extensions under the Axe/Lynx brand name to include new fragrances like Axe/Lynx, adjusting current marketing initiatives through altering product strategy to appeal to younger age groups, and new brands owned by Unilever named Shinx or Dune serve to satisfy 9 10. all outlined marketing objectives and increase the market share. CREATIVE STRATEGY The strategy had to build on the brand heritage, while rejuvenating Axes image to make comtemporary. Passive seduction was still a real and motivating consumer insight. The youngs want to be seductive without being seen to try too much. Having women show an inerest gives them the confidence to go on. However, since all brands talk about seduction, Axe had to impose its own point of view in a clever and motivating way. The execution had to be new and different; it made a break with conventional publicity. Humour was used, considering seduction as a serious business. The setting and protagonists used should be relevant and aspirational to the target audience. This involves moving from the traditional exotic male role model to an environment close to the consumers reality. The creative idea was to show the seduction effects of Axe on women, f who is wearing it. 10 11. MARKETING SITUATION When launched, Axe created a new product category: deodorant body spray for men. Over and above the classical deodorant promise of odour prevention, Axe also offered fragance, which allowed it to be positioned as a seduction tool, easing the transition from adolescence to manhood. Axe has established itself as the leading male toiletries brand in Europe. Central to the brands success was its innovate character, creating its own category, which situated it at the leading edge of fashion. However, the brand seemed to have aged with its initial consumer and didnt follow youth fashion trends. Research indicates that the Axe man was seen as dated James Bond in a safari suit. The communication format was unable to go up the current values of the youth target. TARGET

CUSTOMER PROFILE In order to understand the proposed target market effectively, particular evaluation needs to be given to the demographic, psychographic and 11 12. behavioural features evident in the sample size: - The targeted age range should consist of 15-25 years of age - The target market is also male, unaffected by race or ethnicity although different marketing initiatives may appeal to different ethnic groups - Targeted consumer is of a lower socio-economic status given the income distribution of the age group and education levels - The status of the proposed candidate is that of a bachelor or most likely involved in shorter term relationships The dominant portion of the target consumers exhibit heterosexual orientation, given the success of previous campaigns portraying the protagonist of this sexual orientation The following profile can therefore be established; Age: 15-25 Gender: Male Mentality: Mainstream. 12 13. Perception: Peer influenced Socio-economic Class: Low Geography: Anywhere males and females are present Sexuality: Heterosexual Internationally this brand targets male aged 15-25. They still love the unique Axe fantasy of the woman making the first move. Young men in this age group are impatient for their first experience of women. They dream about being able to seduce women without too much effort, because they are not as confident as they seem. Their main topics of interest are sex, music, football and having a laugh. The brand has its brand values of Cool, Fashionable and Stylish. And world over, the brand shoots to its core values. The biggest strength of this brand is the underlying message or the DNA, which is that the brand users are High on Confidence and always for the Axe users, Girls Makes The First Move. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. I think it has lot of subliminal implications. The brand assumes that Men 13 14. wants to be seduced. That feeling (of being seduced) gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. COMPETITORS The only potential competition faced by Axe/Lynx in terms of direct competition are other deodorant brands being produced directed towards the same target market. These include, TAG Body Spray, Old Spice (Old Spice 2008) and various other generic brands targeting the lower and younger socio- economic market share. Given the oligopolistic nature of the deodorant market competitors cannot gain significant market share by dropping prices much lower than Axe/Lynx. TAG is a re-incarnation of Right Guard Body Spray, released in 2002. Right Guard Body Spray was discontinued after several months 14 15. due to very low sales. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys. As a result of their research, TAG was released in the beginning of 2005. Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to

him in a way that will cause them to attack him, the charcoal-grey aluminum cans with silhouettes of women, and fragrances named after dating milestones. Additionally, Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. It was decided that Gillette's reputation from its other products would detract from the sale of TAG. Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance. 15 16. Old Spice as of 2009 has three lines of grooming products and each line features a variety of products and scents. "High Endurance" is promoted as a basic grooming line, and includes antiperspirant, deodorant, body wash, hair & body wash, and shaving products. THE LIFE CYCLE OF AXE DEODORANT SPRAY The product life cycle (PLC) is the course of a product's sales and profits during its lifetime segregated into product development, introduction, growth, maturity and decline. Every Axe/Lynx product is accustomed to the first four stages of the PLC. However, as soon as the decline stage is reached and a declination of profits observed, a reiteration process is commenced with the introduction of a new product under the brand name. The maturity and decline phases are judged based on customer perception of brand equity in over 40 countries worldwide. The product life cycle of the past to the recent present, tied in with perceptual brand equity factors, and subsequent line extensions are as follows: 1983 Amber (Axe/Lynx Amber 2008), Spice (Axe/ Lynx Spice 2008), Musk (Axe/Lynx Musk 2008) 16 17. 1985 Amber, Spice, Musk introduced into the United Kingdom 1987 Orient (Axe/Lynx Orient 2008) 1989 Marine (Axe/Lynx Marine 2008) 1995 Africa (Axe/Lynx Africa 2008) 1998 Apollo (Axe/Lynx Apollo 2008) 1999 Voodoo (Axe/Lynx Voodoo 2008) 2000 Phoenix (Axe/Lynx Phoenix 2008) 2001 Gravity (Axe/Lynx Gravity 2008) 2002 Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo introduced into the United States 2003 Pulse (Axe/Lynx Pulse 2008), Essence (Axe/Lynx Essence 2008) 2004 Touch (Axe/Lynx Touch 2008) 2005 Unlimited (Axe/Lynx Unlimited 2008) 2006 Click (Axe/Lynx Click 2008) 2007 Vice (Axe/Lynx Vice 2008) 2008 Dark Temptation (Axe/Lynx Dark Temptation 2008), and Sharp Focus (Axe/Lynx Sharp Focus 2008) 17 18. MARKETING MIX PRODUCT Axe/Lynx body spray can features a distinctive black metallic exterior and an associative logo 18 19. representative of its label. Ergonomics have been perfected on the product level to a point where aerosol leakage has become virtually impossible. The Axe/Lynx brand name is designed around a logo that utilises custom designed typography to give it a distinctive and recognisable look its black exterior, complimenting packaging and

striking short, block lettering exemplified thereon setting it apart from the generic competitor. Augmentation of the product line allows customers to interact with its various promotional campaigns through a plethora of web sites scattered with images of attractive females all in favour of complying with the needs of its target market. There are also telephone hotlines available to assist customers with information about competitions and the more intricate product details. PROMOTION Mass communication can be utilised through the use of free-to-air television, radio, newspapers and magazines, as well as other methods like cinema and outdoor advertising. All its campaigns revolve round the central theme of Seduction where Girl makes the first move. 19 20. It has, absolutely, subliminal implications. The brand assumes that Men wants to be seduced . That feeling gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. In most of the Axe ads only very ordinary skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. If Axe had used a Hunk, the promotions couldn't have been so effective. The brand managers were so wise that when they used a celebrity like Ben Affleck. It ensured that the brand is made approachable. The brand has started its Internet based marketing initiative with Axe Land, which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty. In UK the Axe is marketed as LYNX. Not only the brand uses TVC's to its advantage, the print ads of Axe won several awards in various ad events. Besides Print, the brand also uses outdoors to its maximum impact. Axe is a classic example of 360 degrees branding effort. Now Axe has a common message in over 70 countries. 20 21. 21 22. 22 23. 23 24. 24 25. PRICE The product solves an immediate problem. Cologne is too expensive for most Gen Y men and body spray does the job at a price they can afford. This is its fundamental feature. 2.69 Developing the pricing strategy requires an intimate look at the product strategy. If the product is deemed an innovation on the grounds of addressing a previously untargeted market like a sub-culture or youth segment the most profitable strategy for the Axe/Lynx brand would be a market-penetration tactic. Market-penetration aims to set a comparatively low price for a new product in order to attract a large number of buyers and enhance a current market share. 25 26. PLACE The process of efficiently and effectively making and getting products and services to end-users requires a marketing logistics network. Essentially, the physical distribution of the proposed products should propagate through a series of intermediaries as a fast moving consumer good typically purchased by consumers

weekly. Distribution begins with the Unilever sales forecasting intermediary by determining company production schedules, inventory levels and production. Everywhere the product ables to purchase is developed a in-store communication through educating retailer staff to be aware of competitions and promotion campaigns for Axe/Lynx products, as well as providing special promotional information about products and potentially,increase sales. Places where we can find the product to purchase it: Websites: www.unilever.com www.amazon.com www.healthpricer.com www.drugstore.com 26 27. Stores-beauty section Supermarkets SOME CRITICISMS ABOUT AXE PRODUCT AND MARKETING So if a cologne/deodorant fusion smells like digested, double shit, theoretically it wouldnt sell for lint and loose paper clips, right? Thats not whats going on with Axe. Young Gen Y men are elbowing each other to grab it off the shelves So whats the real AXE effect? 1. As I told before, the product solves an immediate problem. Cologne is too expensive for most men and body spray does the job at a price they can afford. This is its fundamental feature. 2. The message is perfect. Axe sells the concept of never dealing with rejection ever again. A problem that terrifies most men. In fact, when wearing Axe and confidence, perfect gorgeous women approach you - the normal guy. This is the fundamental benefit. 27 28. Focus on one feature and tie it directly to one benefit. This focus will keep your brand message consistent and youll get the girl, every time. Have you heard of the Naughty to Nice Program? Pay attention to the video where David Rubin, Senior Director of Axe PR, only exists to promote Axe Body Spray. He does so in such a blatantly obvious way that its funny, giving their marketing team a sense of humor and making them more human. All great things! All in all, Axe kills a fundamental Gen Y marketing rule - providing great products - instead they sell the benefits of never be rejected by women again and thats exactly why it works!